Evaluación a la imagen de marca y su influencia en el posicionamiento de la Cooperativa de Ahorro y Crédito Calceta Ltda. del cantón Bolívar

The main objective of this research was to evaluate the brand image variables and their influence on positioning of the Cooperativa de Ahorro y Crédito Calceta Ltda. Located in the Bolívar canton, Manabí province. Four methodological phases were created for its execution, In the first phase, the main study variables were identified by drawing up a table of bibliographic authors to support the research, the second phase an expert analysis was performed to verify and correlate the study topics and their knowledge, in addition to the application of surveys that allowed us to know the current position of the image of the institution. In the third phase, the correlation of the study variables was carried out, which allowed the creation of positioning strategies in phase number four. by making matrices such as Ishikawa and the 5w + 1h matrix in which strategies were included, that indicate the compliance times that contribute to consolidating the weaknesses found. The importance of constantly implementing practices that help meet the main objective is concluded.

• Päätekijä: Cedeño Intriago, Joyce Stefanía (author)
• Muut tekijät: Schettini Mendoza, Gladys María (author)
• Aineistotyyppi: bachelorThesis
• Kieli: spa
• Julkaistu: 2020
• Aiheet: Imagen de marca; Posicionamiento; Estrategias
• Linkit: http://repositorio.espam.edu.ec/handle/42000/1262